Lids Sports Group, primarily known through its specialty headwear LIDS retail business and sports apparel Lids Locker Room division, has reached an agreement with the University of Florida to operate and manage the official team stores for the Florida Gators. This includes two primary locations within “The Swamp,” as well as other special event concessions for the University's baseball, basketball, and gymnastics athletic programs, among others.
Through this agreement, the former Florida Gators Sports Shop will be re-branded as the Gator Locker Room. In addition, the Company will leverage its current LIDS Locker Room locations in the state of Florida to incorporate Gator Locker Room merchandise.
“We wanted a company that offered what Gator fans are looking for a vast variety of quality merchandise available at convenient store locations around the state. LIDS fits those requirements, as it is among the nation's premier sports retailers. We are confident Florida fans will find just what they are looking for at the Gator Locker Room or at LIDS Locker Room locations,” said Jeremy Foley, athletics director for the University of Florida.
“This is a great chance for LIDS Sports Group to team up with the University of Florida to provide increased retail exposure of the team shop through our nationally known LIDS retail brands,” said Charlie Brodt, LIDS Sports Group executive vice president of retail. “I think our ability to capitalize on hot market opportunities will definitely be an asset to the University and the loyal Gator fan community.”
The Gator Locker Room will be equipped with custom embroidery and screen printing capabilities through the LIDS Create Your Own program, which will allow fans to personalize their game day apparel. Among the product selection will be officially licensed jerseys, headwear and University of Florida branded merchandise.
Tied into the re-branding, the Company will introduce the Gator Locker Room Club loyalty card program. The Gator Locker Room Club card provides points with every purchase that earns rewards such as exclusive discounts and promotional offers, as well as access to special products and events.
Specific terms of this retail agreement have not been disclosed.
